Anyone else having experience planners in their agencies argue against doing “campaigns” or lobbying for more campaign neutral work? To me, this is the beginning of the demise of creativity when internal people push for bland neutral work.

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It depends by brand - Is there a business case to be made for implementing non-campaign work? Ideally a campaign should be the lead, but often it's not enough to address specific issues that impede client goals.

For an agency, it may not matter as much whether they're getting revenue from campaign or non-campaign work. Just keep pushing to address client's bigger problems to avoid getting boxed into an execution relationship.

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I totally understand the need first and foremost to address the key barriers or comms goals but to blanket recommend being outside a campaign makes no sense to me.

Happens at a lot of agencies, unfortunately. You can push back, but until there's a change in staffing, you probably won't get anywhere.

I second this. Not much you can do.

Curious and would like to understand this. What is campaign neutral and why would experience planners argue against it?

Do they think a better user experience can replace advertising? And by user experience are they looking at product--app, website?

Or maybe I completely misunderstand what an experience planner is 😂 I swear I cannot keep up with the variations since account planning.

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